Chinese sauce brand Lee Kum Kee has partnered with Twentieth Century Fox and DreamWorks Animation as part of its latest brand campaign ahead of the release of the movie Kung Fu Panda 3.
To coincide with the newly launch of Kung Fu Panda 3, Lee Kum Kee launched its ‘Let’s Panda’ campaign, advocating the spirit of “Eat like a panda and have fun like a panda” and featuring characters from the new movie. The campaign includes a gift with purchase promotion, enabling those buying three or more products to get one of four collectable Kung Fu Panda-branded noodle bowls.
There is also a photo-based competition offering people the chance to win branded merchandise such as aprons, lanterns and recipe booklets – plus a family trip to a European city to see real pandas.
Lee Kum Kee, which was founded in 1888 by the inventor of oyster sauce, said that the initiative would help to promote authentic Chinese cuisine and increase both brand awareness and sales of its products.
The campaign, which has been running in the Netherlands, Germany and the UK, is supported by a significant advertising investment across outdoor, print, digital, social media platforms and retail channels. Limited edition labels for Lee Kum Kee’s four key products – light soy sauce, dark soy sauce, sesame oil and Chiu Chow chilli oil – were also created for an on-pack promotion in British supermarkets.
The promotion will run until 10 April.
Lum Kum Kee marketing manager Shuang Cheng said: “We are thrilled about how our brand partnership with DreamWorks is performing so far. To provide customers with the chance to win some of these exclusive prizes, claiming a collectable gift has been a great approach to increase brand exposure and get people to engage with us. The Let’s Panda campaign is inspiring consumers to create authentic Chinese dishes at home. That’s exactly what we wanted to achieve.”
Managing director Maria Chong added: “We are thrilled to partner with DreamWorks. We pride ourselves on having accessible authentic Chinese sauces, which are available to European consumers. We have recently become a leading brand in supermarket chains across key European countries such as the UK and the Netherlands.
“We are proud to say we are in the largest chain store, ICA, in Sweden and leading chain stores such as Ederka, Real, Rewe and Metro in Germany.
“Our mission is to help bring healthy Chinese cooking to Britain, and thus far we are having a great time doing so, including when we visit British schools to educate them further on authentic and healthy Chinese cooking.”
© FoodBev Media Ltd 2022
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